We face an onslaught of messages that medical tests and exams will prevent death. From TV ads to social media influencers, the narrative is to get the test. This test will surely save your life. This test will prevent early death. Get the test!
Media messaging can be persistent and persuasive. It can build a sense of urgency, sometimes without us even being aware it is doing so. We can find ourselves compelled to get whatever test or exam that is being discussed.
But how often does the media discuss the many potential harms that can result from tests and exams?
Recent studies show a troubling trend in both mainstream news media and social media.
Mainstream News Media
A recent study looked at more than 1,100 news articles. The study found that while almost all hyped up the benefits, almost two-thirds of them made no mention of potential harms. Of the few stories that mentioned harms, the harms were downplayed.
The authors of the study are concerned that tests and exams conducted on healthy people are turning these healthy people into patients. The problem is overdiagnosis and the subsequent issues that stem from it.
Overdiagnosis and Overtreatment
Overdiagnosis occurs when a test or exam identifies a problem. This could be a tiny, slow-growing cell abnormality. It never would have caused symptoms or death in a person’s lifetime. Or it could be the result of inaccurate test results. Inaccuracies in test results are alarmingly common.
- The Problems: The test picks up something harmless or picks up something in error
- The Consequences: You are labelled with a disease, leading to anxiety, further invasive testing, and, sometimes, unnecessary, harmful treatments (overtreatment).
Yet, overdiagnosis and overtreatment is rarely mentioned in the media stories that encourage us to get screened. Instead, we see sensational headlines about so-called breakthrough tests.
Social Media and the Influencer Influence
The problem is rampant on social media. A study examined 982 Instagram and TikTok posts. It found that 68% of the influencers promoting these tests had financial interests in them. This means they were making money from the tests they were selling as empowering.
87% of the posts about medical tests highlighted the benefits. Less than 15% of them mentioned potential harms. Even more alarming, only 6% of these posts mentioned the risks of overdiagnosis and overtreatment.
These posts frequently use personal anecdotes rather than scientific evidence to convince you to act. They create a fear mongering effect, urging healthy people to seek out expensive, unnecessary tests.
As women, we are often on the receiving end of aggressive screening recommendations. It’s time we take a closer look at the aggressive push for us to have more tests and exams.
Why the Media Silences the Downside
If overdiagnosis and overtreatment are major issues, why don’t we hear about it? Researchers found that the media frequently downplays harms and overstates benefits, often because journalists are dealing with a few key constraints:
- “Click Bait” Culture: Headlines about a “revolutionary” new test attract more clicks. In contrast, nuanced stories about the risks of over-testing receive less attention.
- Weak Evidence Behind Hype: Many popular tests are heavily marketed by influencers and companies. These tests include cancer screening, full-body MRIs, AMH “egg timer” tests, and certain genetic tests. However, they often lack strong evidence of net benefit for healthy people.
- The “Early Detection” Myth: We are conditioned to believe that earlier is always better. We are conditioned to believe that catching something early on will lead to better outcomes. Science has shown this to be misleading.
In addition, both journalists and influencers may have some degree of personal gain as a motivating factor in hyping up tests and exams, and in ignoring or downplaying potential harms.
Our Health, Our Choice
Most of us on this site believe in informed choice. We understand that screening is not inherently safe; it carries risks.
- False Positives: Tests that wrongly suggest you have a disease.
- Physical Damage: Invasive follow-up tests (like biopsies) that can cause infections or scarring.
- Psychological Distress: The fear and anxiety caused by being labelled a patient when you are actually healthy.
When you see a headline urging you to get a test, ask: What are the risks of this test? Who is paying for this article, this advertisement, or this media pitch? Is there any evidence that this test will actually improve my life?
We want the full story, not just the marketing pitch. We want to know about the potential harms before we make a choice. And we want to be able to make an informed choice free from coercion.
Media should be used to inform us rather than to act as an extension of medical coercion.
References and Further Reading:
Media is Overhyping Early Detection Tests
Posts about medical tests on social media ‘overwhelmingly’ misleading
Journalists’ views on media coverage of medical tests and overdiagnosis
Overdiagnosis: causes and consequences in primary health care
Social Media Posts About Medical Tests With Potential for Overdiagnosis
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